Drayton Bird's "Commonsense Direct and Digital Marketing"
How does one review this book?
If you are in business, my message is simply this: take your finger out of your backside, buy this book, read it, implement what you learn as fast as you can.
Drayton is the dog’s bollocks. He’s erudite, funny, brilliant.
David Ogilvy said Drayton knows more about DM than anyone else on Earth.
Ogilvy knew his onions (literally, as he used to peel them for a living in a Parisian Restaurant in the 1930s before he became the “King of Madison Avenue”).
This book is about as definitive as you can get on the subject of direct marketing. You know, the kind of marketing where results and profits are actually measured. The kind of marketing that does not get taught at Universities. The principles of which form the basis of all successful internet marketing.
I first met Drayton when we both spoke at The System Intensive in London in 2008. We met again in 2009 and regularly exchange jokes and advice by email. You can see how good the old goat is here (in fact, that’s my developing bald spot you can see in the foreground):
So, go and get “Commonsense”, then whilst you’re at it, get this as well:
Then follow one of the best blogs on the whole t’internet here: